Smokey Bear gets makeover for Millennials

Smokey Bear appears to have stopped sneaking potato salad from picnic baskets. And he’s working his abs a bit more on the trail.

In a new marketing campaign honoring the bear’s 70th birthday, America’s most famous promoter of fire safety is little leaner than you might remember. And meaner (in kind of a new-agey, 21st century way.)

The bear in blue jeans — who is played in a series of video ads by a broad-shouldered, 6-foot-5 actor — approaches forest visitors who are careless around fire with the same scorn he’s known for, but he seems to take a kinder approach to discipline. He gives gentle bear hugs for good behavior instead of pointing a finger at the yahoos starting fires.

The new image, say designers, comes as an attempt to endear the 1940s-era icon to a younger, more savvy fan base.

The image is part of new ad campaign on wildfire prevention.

“It’s a media makeover more than anything else,” said Loren Walker, who oversees Smokey’s image as acting national fire prevention coordinator for the U.S. Forest Service. “The older generation knows Smokey very, very well. We’re trying to appeal to the younger audience that uses social media.”

On that front, Smokey recently opened Instagram and Flickr accounts, adding to his well-established presence on Twitter and Facebook.

Walker noted that most of the changes to Smokey are subtle (“bigger shoulder frame,” “not as chubby”) but enough that he makes more of a connection with Millennials.

“Over the years they’ve tried to modernize him, make him look more friendly, more approachable,” Walker explained.

In one of the new TV ads, Smokey’s supporters come to celebrate his birthday in the forest with him and Smokey hugs a girl who blows out his birthday candles before they start a fire. In another ad, he warmly embraces a burly fellow who is towing a boat and emitting sparks with his chains.

The videos join print, radio and online ads being rolled out over the next few months in anticipation of Smokey’s Aug. 9 birthday.

Despite the tweaks to Smokey’s image, his message of personal responsibility remains the same. In fact, by law, Smokey can only toe one line: “Only you can prevent wildfires.”

The Forest Service estimates that nine of 10 wildfires are caused by humans — not by lightning or other natural sources.

The message of fire prevention, forest service officials say, is particularly relevant this year as California and other western states wrestle with one of their most intense droughts in decades and, with it, the possibility of a very destructive fire season.